{"id":4399,"date":"2019-05-13T07:00:08","date_gmt":"2019-05-13T10:00:08","guid":{"rendered":"https:\/\/nacao.digital\/blog\/?p=4399"},"modified":"2020-04-17T08:48:42","modified_gmt":"2020-04-17T11:48:42","slug":"google-smart-shopping","status":"publish","type":"post","link":"https:\/\/nacao.digital\/blog\/google-smart-shopping\/","title":{"rendered":"Como usar o Google Smart Shopping em e-commerces"},"content":{"rendered":"<p class=\"last-modified\"> <b> <i> Este conte\u00fado foi atualizado em: 17\/04\/2020 <\/i> <\/b> <\/p><p>Para que um e-commerce cres\u00e7a, \u00e9 fundamental utilizar <a href=\"https:\/\/nacao.digital\/blog\/nacao-digital-estrategias-de-sucesso-em-midia-paga-parte-i\/\">estrat\u00e9gias de m\u00eddia paga<\/a>. Com o passar tempo, mais novidades s\u00e3o lan\u00e7adas por plataformas como Facebook Ads e <a href=\"https:\/\/nacao.digital\/blog\/recuperar-carrinho-abandonado-com-adwords\/\" target=\"_blank\" rel=\"noopener noreferrer\">Google Ads<\/a>, que visam tornar a tarefa de anunciar os produtos de um com\u00e9rcio eletr\u00f4nico mais intuitiva e efetiva.<\/p>\n<p>Uma dessas novas formas de investir em m\u00eddia paga \u00e9 o <strong>Google Smart Shopping<\/strong>, lan\u00e7ado em 2018. Quer saber mais sobre? Continue a leitura!<\/p>\n<h2>O que \u00e9 Google Smart Shopping?<\/h2>\n<p>O Google Smart Shopping \u00e9 um novo m\u00e9todo de campanha que combina an\u00fancios padr\u00e3o de Shopping com aqueles de <a href=\"https:\/\/nacao.digital\/blog\/aumente-taxa-de-conversao-do-seu-e-commerce-com-remarketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Remarketing<\/a>, para a Rede de Display e lances automatizados.<\/p>\n<p>\u201cEsse estilo de campanha se apropria do feed e dos recursos de produtos existentes que, combinados com o aprendizado da m\u00e1quina do Google, resulta em exibi\u00e7\u00e3o de an\u00fancio em variedade nas redes\u201d, explica Augusto Melo, performance expert da Na\u00e7\u00e3o Digital.<\/p>\n<p>A aplica\u00e7\u00e3o das campanhas requer que o anunciante cumpra duas etapas. Primeiro, a escolha do objetivo (direcionar o visitante ao site, loja f\u00edsica ou at\u00e9 atendimento telef\u00f4nico). Feito isso, \u00e9 necess\u00e1rio selecionar o texto do an\u00fancio, raio de alcance, endere\u00e7o, hor\u00e1rio de funcionamento e outros dados b\u00e1sicos. \u00c9 recomendado colocar o m\u00e1ximo de detalhes poss\u00edvel.<\/p>\n<p><a href=\"http:\/\/conteudo.nacao.digital\/growth-hacking-e-commerce\/?utm_source=blog&amp;utm_medium=post&amp;utm_content=growth-hacking&amp;utm_campaign=google-smart-shopping\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"aligncenter wp-image-4256 size-full\" src=\"https:\/\/nacao.digital\/blog\/wp-content\/uploads\/2019\/04\/cta-hackear-marketplaces-fino.png\" alt=\"cta - hackear marketplaces fino\" width=\"700\" height=\"100\" srcset=\"https:\/\/nacao.digital\/blog\/wp-content\/uploads\/2019\/04\/cta-hackear-marketplaces-fino.png 700w, https:\/\/nacao.digital\/blog\/wp-content\/uploads\/2019\/04\/cta-hackear-marketplaces-fino-300x43.png 300w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/a><\/p>\n<p>A partir dessas informa\u00e7\u00f5es, o sistema cria, automaticamente, os an\u00fancios e veicula para aquelas pessoas que possuem mais chances de clicar neles. O aprendizado da m\u00e1quina do Google realiza essa tarefa cruzando os dados de navega\u00e7\u00e3o de usu\u00e1rios, para verificar quais s\u00e3o suas necessidades e qual mensagem teria um maior impacto.<\/p>\n<h2>Google Shopping x Google Smart Shopping<\/h2>\n<p>O Google Smart Shopping oferece \u00f3timas vantagens quando comparado \u00e0s campanhas comuns de Google Shopping. As tr\u00eas principais diferen\u00e7as entre os dois formatos s\u00e3o:<\/p>\n<ul>\n<li><strong>Praticidade:<\/strong> as otimiza\u00e7\u00f5es s\u00e3o realizadas pelo machine learning do Google, economizando tempo;<\/li>\n<li><strong>Exibi\u00e7\u00e3o personalizada<\/strong> no Remarketing para Display, de acordo com a sua intera\u00e7\u00e3o no Google Shopping e no site;<\/li>\n<li><strong>Mais redes:<\/strong> os an\u00fancios s\u00e3o exibidos em todas as redes do Google, como Gmail, Youtube, pesquisa e Shopping.<\/li>\n<\/ul>\n<p>\u201cPor utilizar-se de todas as redes do Google, o investimento aplicado nas campanhas inteligentes necessita ser maior que o normalmente investido em campanhas padr\u00e3o\u201d, destaca Augusto. Isso acontece porque os an\u00fancios ser\u00e3o exibidos com maior frequ\u00eancia e variedade de formato. Mesmo assim, o retorno \u00e9 garantido na grande maioria dos casos.<\/p>\n<figure id=\"attachment_4393\" aria-describedby=\"caption-attachment-4393\" style=\"width: 700px\" class=\"wp-caption aligncenter\"><a href=\"Mesmo com custo superior, o Google Smart Shopping \u00e9 \u00fatil aos e-commerces, pois seu retorno pode ser superior aos demais investimentos.\"><img decoding=\"async\" class=\"wp-image-4393\" src=\"https:\/\/nacao.digital\/blog\/wp-content\/uploads\/2019\/05\/Google-Smart-Shopping-para-ecommerces.jpg\" alt=\"Google Smart Shopping para ecommerces\" width=\"700\" height=\"468\" srcset=\"https:\/\/nacao.digital\/blog\/wp-content\/uploads\/2019\/05\/Google-Smart-Shopping-para-ecommerces.jpg 1000w, https:\/\/nacao.digital\/blog\/wp-content\/uploads\/2019\/05\/Google-Smart-Shopping-para-ecommerces-300x200.jpg 300w, https:\/\/nacao.digital\/blog\/wp-content\/uploads\/2019\/05\/Google-Smart-Shopping-para-ecommerces-768x513.jpg 768w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/a><figcaption id=\"caption-attachment-4393\" class=\"wp-caption-text\">Mesmo com custo superior, o Google Smart Shopping \u00e9 \u00fatil aos e-commerces, pois seu retorno pode ser superior aos demais investimentos.<\/figcaption><\/figure>\n<p>O Google Smart Shopping \u00e9 recomendado para todas as situa\u00e7\u00f5es. No entanto, \u00e9 preciso seguir algumas orienta\u00e7\u00f5es b\u00e1sicas antes de criar as campanhas:<\/p>\n<ul>\n<li>Lista de remarketing com, pelo menos, <strong>100 usu\u00e1rios ativos<\/strong> associados \u00e0 conta;<\/li>\n<li>Possuir, ao menos, <strong>20 convers\u00f5es nos \u00faltimos 45 dias<\/strong> via Shopping, permitindo que o machine learning comece a campanha com esses dados;<\/li>\n<li>Estar de acordo com as <strong>pol\u00edticas do Google Shopping<\/strong>, ou seja, n\u00e3o possuir nenhuma restri\u00e7\u00e3o para criar campanhas padr\u00e3o.<\/li>\n<\/ul>\n<h2>Cases da Na\u00e7\u00e3o Digital<\/h2>\n<p>Os experts em m\u00eddia paga da Na\u00e7\u00e3o Digital j\u00e1 utilizam estrat\u00e9gias de Google Smart Shopping, e os resultados impressionam.<\/p>\n<h3>Vhita<\/h3>\n<p>O <a href=\"https:\/\/www.vhita.com.br\/\" target=\"_blank\" rel=\"noopener noreferrer\">e-commerce do segmento de suplementa\u00e7\u00e3o<\/a> e bem-estar tinha cerca de 15% de seu faturamento vindo de campanhas do Google Shopping. J\u00e1 no primeiro m\u00eas de uso de campanhas inteligentes, elas representavam 20% do faturamento, subindo para 40% no segundo m\u00eas.<\/p>\n<h3>Plantei<\/h3>\n<p>Para o <a href=\"https:\/\/www.plantei.com.br\/\" target=\"_blank\" rel=\"noopener noreferrer\">e-commerce de jardinagem<\/a>, foi feita uma campanha focada nos produtos de vasos da <a href=\"https:\/\/www.plantei.com.br\/raiz\" target=\"_blank\" rel=\"noopener noreferrer\">marca Raiz<\/a> que, no m\u00eas anterior \u00e0 implementa\u00e7\u00e3o das campanhas inteligentes, representava cerca de 12% do faturamento da conta.<\/p>\n<p>Com a cria\u00e7\u00e3o de campanha via Google Smart Shopping, focada no mesmo produto, representaram 17% do faturamento no mesmo per\u00edodo de 15 dias.<\/p>\n<p>A tend\u00eancia \u00e9 que esses n\u00fameros apenas cres\u00e7am, afinal, o machine learning coloca esfor\u00e7os constantes na otimiza\u00e7\u00e3o, aumentando o n\u00famero de convers\u00f5es.<\/p>\n<p>Tem um e-commerce e quer saber o que pode ser feito para aumentar as suas vendas? Clique no banner abaixo e agende uma avalia\u00e7\u00e3o gratuita com os nossos especialistas!<\/p>\n<p><a href=\"https:\/\/nacao.digital\/contrate-agora\/?utm_source=&amp;utm_medium=post&amp;utm_content=avaliacao&amp;utm_campaign=google-smart-shopping\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"aligncenter wp-image-3667 size-full\" src=\"https:\/\/nacao.digital\/blog\/wp-content\/uploads\/2018\/10\/banner.png\" alt=\"\" width=\"1200\" height=\"620\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Este conte\u00fado foi atualizado em: 17\/04\/2020 Para que um e-commerce cres\u00e7a, \u00e9 fundamental utilizar estrat\u00e9gias de m\u00eddia paga. Com o passar tempo, mais novidades s\u00e3o lan\u00e7adas por plataformas como Facebook Ads e Google Ads, que visam tornar a tarefa de anunciar os produtos de um com\u00e9rcio eletr\u00f4nico mais intuitiva e efetiva. Uma dessas novas formas&hellip;<\/p>\n","protected":false},"author":7,"featured_media":5629,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[312],"tags":[193],"post_series":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Google Smart Shopping: estrat\u00e9gias de e-commerce | Inbound Commerce<\/title>\n<meta name=\"description\" content=\"Lan\u00e7ado recentemente, o Google Smart Shopping utiliza o poder do machine learning do Google para criar an\u00fancios mais efetivos. 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